Having a long list of products, menu items or choices can actually cause stress and unhappiness.

• With serendipity, we do not choose, but end up with a surprise we like.
• There is no overthinking or stressful decision making involved in a lucky surprise.
• Serendipity makes the experience up to 24 percent more enjoyable, according to a study.
• An antithesis of choice, serendipity is a dice roll, a call of fate, and adds something magical to the experience.

Example: Receiving a small surprise gift in the mailbox is more enjoyable than ordering a small item by selecting it.

Luck by chance only applies if the stumbled upon content is liked by the consumer. If people are provided with garbage content in the name of serendipity, they won’t start to like it.

Apart from the quality of the content, if the person is having a high level of expertise on the product being offered, they would want to pick their own instead of allowing marketers to shove something down their throat.

Businesses, consumer companies and marketing executives should try to incorporate serendipity into their marketing strategy, provided it fits their product. People might like free candy surprises, but they may not be ready for free insurance.

Big tech companies like Facebook and Google have algorithms that create random-looking serendipity for online content. If they are not ethical, they may create an opaque and hostile system and cause damage to society.